Twitter is making a play to dominate even more of your time by streaming live video around the clock. Speaking to BuzzFeed News, Twitter COO and CFO Anthony Noto said that the company planned to broadcast video content covering news, sports, and entertainment 24 hours a day, seven days a week.

Noto didn’t say when Twitter would start broadcasting around the clock, specifying that it would take some time for the company to ramp up to that point, but he said that it was currently working on an array of programs to fill up this new always-on Twitter TV. “We’re working on many, many things,” he told BuzzFeed News. “There’s a lot in the pipeline.”

Some of those many, many things are likely to be shown at next week’s NewFronts. Twitter is making its first appearance at the event (at which media companies show their programming to advertisers), and is expected to introduce some of its new shows. But not all of these are likely to be the kind of glossy, HBO-esque shows services like Netflix are picking up.

Indeed, Noto says the end result may be closer to the kind of dip-in, dip-out programming you get on rolling news networks or always-on sports channels. “Focus in on it when you hear something that’s of interest, but then maybe not be 100 percent focused on it when it’s not of interest,” Noto said. “I did that myself during the debates.” Broadcasts of this kind are already appearing on Twitter, including sports highlights and news talk shows.

Noto’s didn’t offer too many details about Twitter’s specific plans, but the timing is notable, with his comments coming the same month that Twitter lost a bidding war with Amazon for the rights to stream Thursday Night NFL games. The new deal — reportedly worth $50 million — will see the games move from Twitter to Amazon’s platform, a year after the social media company paid a reported $10 million for last season’s streaming rights.

The loss has been seen as a blow for Twitter, for whom the NFL games were among its most prestigious and visible video offerings, but Noto says there was a silver lining — last year’s deal convinced others in the sector that Twitter was serious about video. “It was instrumental,” he told BuzzFeed News. “It’s a really high profile brand and one that has really high expectations for product quality. It caused people to come and see if we could deliver.”

Big deals struck to broadcast the US presidential debates and e-sports tournaments run by ESL and Dreamhack should have also gone some way to convince people that Twitter at least has the infrastructure to support millions of viewers at the same time, as well as an in-built user base that may be tempted to watch TV shows in the background while they’re on Twitter anyway. How that will work when so many use the service on their smartphones remains to be seen, however — as does Twitter’s ability to score more big partnerships like the NFL deal with competitors willing to beat it in a bidding war.